Max Strip
From Regional Brand to Big Box Contender
Brand & Copy Strategy, Brand Identity, Package Design, Merchandising
Challenge
Great Stuff, the leading brand in polyurethane sealants, faced aggressive competition in the DIY market. It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.
Solution
LW created a communication strategy to establish that Great Stuff is the top choice for superior project performance. Clearly differentiated eight project-specific formulations, making it easier for DIYers to find the right product. The logo was rotated for stronger brand recognition and to maximize space. The packaging highlighted the new “No Drip Tip,” addressing a key consumer concern. Eye-catching display structures and graphics were designed to create a strong impact at the point of sale.
EZ Strip had developed a highly effective line of non-toxic strippers in Canada, with ambitions to expand into U.S. home center retail. However, bilingual packaging lacked clarity, impact, and competitive presence—making it difficult to stand out against established U.S. brands and communicate the value of its full product line.
LW created a strategic brand and communications platform to elevate product clarity, strengthen positioning, and support scalable growth including an effective professional line of products.
LW created a strategic brand and communications platform to elevate product clarity, strengthen positioning, and support scalable growth including an effective professional line of products.
Distinct product imagery and a structured color system enabled clear differentiation across all seven SKUs, making it easier for consumers to navigate the range and driving stronger shelf presence in competitive retail environments.
